Adwords— know your business goals

Setting up your first AdWords campaign is a lot easier if you keep your business goals at the forefront of the process. The first step is to assess what your business goals should be — this should happen before you've even logged into your account. Forget about keywords for now.

Carla Mateus, account executive at Stone Junction.

Search or display?
Campaigns can run on the search network (that’s Google and other websites that incorporate the Google search bar), the display network (Youtube and other websites that display Google ads), or both. But, how do your customers search?

If you're a repair specialist, then you're probably going to find customers frantically searching for your services on Google, not casually surfing the web.

However, if you provide an electrical product that many people haven't heard of, then your customers are unlikely to search for exactly what you sell. You’re more likely to find your customers perusing electrical engineering websites using a display network campaign.

What costing model?
You can pay for an AdWords campaign in a few different ways. Cost per mille, also known as cost per thousand (CPM) means you are charged a flat rate for one thousand impressions. Cost per Click (CPC), as the name suggests, is a fee for every time someone clicks on your ads. Cost per Acquisition (CPA) means you pay every time someone carries out a set action — whether that’s a phone call, download or sale.

CPM is best for building brand awareness, CPC is the go-to for driving traffic to your website and CPA is best if you are solely concerned about conversions. Ultimately, it depends on your business goals.

Who are you customers?
Base your AdWords campaign on the needs and behaviour of your customers. Are they using mobile devices or computers? If they are tech-savvy, perhaps you should consider mobile device targeting. If your service is location-dependent, then consider what city you work in and how far you would be willing to travel for a customer. There's no point paying for ads if you can't deliver a service to the people that see them.

At Stone Junction, we consider your business, service and target audience before suggesting the most suitable campaign type and costing AdWords model for you. To find out more about how we can boost your brand awareness and increase your web traffic, call +44 (0)1785 225416.

Carla Mateus

Stone Junction is a cool technical PR agency based in Stafford. We work for all sorts of businesses, with a particular focus on technology, technical and engineering companies. We like being sent cake and biscuits by clients, journalists and prospects.

Contact Stone Junction

If you are a journalist with a question about a Stone Junction client, e-mail sayhello@stonejunction.co.uk. If you are a prospective client, trying to contact Stone Junction about our services, use any of the methods below to reach Richard Stone, the managing director.